Etsy vs Shopify: How to Start a Candle Business with the Best Platform for Your Growth

Starting and running a candle business is an exciting journey filled with creative potential and entrepreneurial challenges. One of the most critical decisions you'll face as a candle maker is choosing the right platform to sell your products online. Should you jump into Etsy with its built-in audience and easy setup, or invest your time and resources into Shopify for full brand control and scalability? This comprehensive guide will help you navigate this decision by breaking down the pros, cons, fees, and strategies for both Etsy and Shopify, specifically tailored for candle makers looking to grow a successful candle business.

I'm Sebastian Garz, co-founder of Garnet Beacon Candle Company, where we’ve surpassed $1.2 million in candle sales, and the founder of Candle Business Pro, a community dedicated to helping makers turn their passion into a professional business. Through years of firsthand experience, I’ve tested both Etsy and Shopify extensively, and I'm here to share an honest and detailed comparison to help you decide which platform suits your candle business goals best.

Why Choosing the Right Platform Matters When Starting a Candle Business

The platform you choose to sell your candles online is more than just a marketplace or a website builder. It shapes how customers find you, how they experience your brand, and how you grow your business in the long run. For candle makers, this decision impacts your marketing, branding, customer relationships, fees, and ultimately your profits.

Understanding each platform’s strengths and weaknesses will empower you to make an informed choice that aligns with your business vision, whether you’re launching your first batch or scaling to wholesale and private labeling.

Etsy: The Marketplace with a Built-In Audience

Pros of Selling Candles on Etsy

• Access to Millions of Buyers Instantly: Etsy is a massive marketplace with millions of people visiting daily. This means as soon as you list your candles, there’s potential for immediate traffic and sales—even if you don’t yet have your own audience.
• Easy Setup with No Technical Skills Required: Etsy’s platform is designed for makers and small businesses. Listing products is straightforward, and you don’t need any coding or web design knowledge to get started.
• Low Initial Investment: With just a small listing fee, you can test your product's market fit without a significant upfront cost. This makes Etsy ideal for candle makers who are still experimenting with their scents, styles, or target customers.
• Built-In SEO for Product Discovery: Etsy’s search engine connects buyers with sellers, helping your candles get found based on relevant keywords and trends.

Cons of Selling Candles on Etsy

• High Competition and Saturation: Thousands of candle makers sell on Etsy, and the platform now allows resellers to list products they didn’t make themselves. This increased saturation means you must work hard to differentiate your candles and stand out.
• Limited Branding and Customer Relationship Control: Etsy controls the customer experience and owns the customer data. You cannot directly collect email addresses or contact customers outside of Etsy’s messaging system, which limits your ability to build a loyal customer base or remarket to buyers.
• Higher Fees Compared to Other Platforms: Etsy charges a $0.20 listing fee (every 6 months or per sale), a 6.5% transaction fee, plus an additional offsite ads fee that can bring total fees up to about 21.5% per sale if you opt into their advertising program.

Understanding Etsy’s Fee Structure

Here’s how Etsy’s fees break down for candle makers:

• Listing Fee: $0.20 per product listing, valid for six months or until the item sells.
• Transaction Fee: 6.5% of the sale price, excluding taxes and shipping.
• Offsite Ads Fee: If you opt into Etsy’s offsite ads, they will run ads on platforms like Facebook, Instagram, and Google for you. You only pay a 12% or 15% fee on sales generated from these ads (15% if you’re not subscribed to Etsy Plus, 12% if you are). This fee is in addition to the transaction fee.

While these fees may seem high, especially the offsite ads fee, it’s important to consider that Etsy’s advertising is risk-free for sellers—you only pay if your product sells through these ads. This can be very cost-effective compared to running your own ads without guaranteed sales.

Who Should Start on Etsy?

Etsy is perfect for candle makers who:

• Are new to selling and want to test their product with minimal upfront costs.
• Have unique, personalized, or trending candles that appeal to Etsy’s gift-buying audience.
• Want to leverage Etsy’s large search traffic without building a website or managing ads.
• Enjoy switching scents, styles, or seasonal offerings frequently to capitalize on trends.

For example, personalized candles for teacher appreciation or seasonal holidays like Mother’s Day tend to perform excellently on Etsy because buyers are often shopping for gifts and looking for unique, handcrafted items.

Shopify: Your Own Branded Online Store

Pros of Selling Candles on Shopify

• Complete Control Over Branding and Customer Experience: Shopify allows you to design your website exactly how you want. You decide what your customers see, how they navigate your store, and how your brand is presented.
• Own Your Customer Data: Shopify gives you full access to customer emails and information, enabling you to build a direct relationship and market to them continuously through email campaigns, SMS, and loyalty programs.
• Robust Analytics and Inventory Management: Shopify’s dashboard gives you detailed insights into sales, customer behavior, and inventory levels, helping you make data-driven decisions to grow your candle business.
• Extensive App Ecosystem: Shopify supports thousands of apps to enhance your store’s functionality, including subscription services, review systems, shipping integrations like Pirate Ship, and email marketing tools.
• Lower Transaction Fees: Shopify’s fees are generally lower than Etsy’s, with transaction fees ranging from 2.4% to 2.9% plus a 30-cent fee per transaction, depending on your plan.

Cons of Selling Candles on Shopify

• You Must Drive Your Own Traffic: Unlike Etsy, Shopify does not have a built-in audience. You need to invest in SEO, social media, advertising, and other marketing efforts to attract customers to your store.
• Requires More Setup and Technical Know-How: Building a Shopify store from scratch can be overwhelming initially, especially if you’re not familiar with website design or digital marketing.
• Monthly Subscription Fee: Shopify charges a monthly fee starting at $39 for the Basic plan, which is an upfront cost regardless of sales.

Understanding Shopify’s Fee Structure

Shopify’s fees are straightforward:

• Monthly Subscription: $39 for the Basic Shopify plan (with occasional promotions offering discounted months).
• Transaction Fees: Between 2.4% and 2.9% per transaction, plus a 30-cent fee per sale.

For many candle makers, the lower transaction fees and control over customer data justify the monthly subscription cost, especially as sales volume grows.

Who Should Start on Shopify?

Shopify is ideal for candle makers who:

• Are serious about building a long-term brand and want full control over their online presence.
• Plan to scale their business with wholesale, private labeling, or subscription services.
• Have an existing audience or are willing to invest in traffic generation through SEO, social media, and paid ads.
• Want to collect and own customer data to nurture relationships and increase repeat sales.

For instance, our own bestselling candle, the Sugar Lemon scent, performs much better on Shopify because customers find it through Google search and are drawn to our brand story and product range.

Driving Traffic: Etsy’s Built-In Audience vs Shopify’s SEO and Ads

One of the biggest differences between Etsy and Shopify is how customers find your products.

Etsy’s Built-In Traffic

Etsy’s marketplace brings millions of buyers searching for unique, handcrafted, and giftable items. You benefit from this instant exposure without additional marketing effort.

However, Etsy controls the algorithm that decides which products appear prominently. This algorithm can change at any time, impacting your traffic and sales unpredictably. Many candle makers report sudden drops in views and sales due to Etsy’s shifting priorities.

Shopify’s Traffic Building Requires Strategy

With Shopify, you’re responsible for attracting visitors. This means investing time in:

• Search Engine Optimization (SEO): Optimizing your product pages, blog content, and site structure to rank on Google.
• Social Media Marketing: Building a following on Instagram, Facebook, TikTok, and Pinterest to drive traffic.
• Paid Advertising: Running Facebook, Instagram, or Google ads to target candle buyers.
• Email Marketing: Collecting emails to nurture leads and drive repeat sales.

Although this requires more effort upfront, the payoff is owning your audience and customer data, leading to sustainable growth. SEO changes take time to reflect in search rankings—typically 14 to 21 days for Google to crawl your site—so patience is key.

Transitioning Customers from Etsy to Shopify

If you decide to use both platforms, which many candle makers do, it’s crucial to convert Etsy buyers into loyal customers on your Shopify store. Here are some effective strategies:

• Include Business Cards in Your Etsy Orders: Add a card with your Shopify website URL and a discount code encouraging customers to shop directly with you next time.
• Create Urgency with Time-Limited Discounts: Offer a coupon that expires within 7 days to motivate quick return visits.
• Encourage Email Signups: Use your Shopify store to capture emails for ongoing marketing, turning one-time Etsy buyers into repeat customers.

By doing this, you reduce dependency on Etsy’s platform and fees while building a valuable customer list you own.

Product Types and Pricing: Which Platform Fits Your Candles?

The type of candles you make and your pricing strategy also influence which platform is best for you.

Best for Personalized and Trendy Candles: Etsy

Etsy buyers love unique, personalized candles and trendy styles that align with current home decor fashions like bohemian or chic themes. If you frequently update your product line to follow trends or create personalized gifts, Etsy’s marketplace is a strong match.

Keep in mind that Etsy shoppers tend to be price-conscious and often buy candles as gifts, so pricing your candles competitively is important.

Best for Brand-Driven and Premium Candles: Shopify

If you position your candle brand as a high-end or luxury product, Shopify gives you the tools to tell your story, showcase your values, and build trust with customers. This platform supports long-term growth through wholesale, subscriptions, and private labeling.

Shopify customers may be less price-sensitive if they connect with your brand’s mission and quality.

Managing Multiple Platforms Efficiently

Running both Etsy and Shopify can be manageable with the right tools. Several third-party apps sync your inventory and product information between Shopify and Etsy, allowing you to update listings in one place and have changes reflected automatically on both platforms.

This reduces the workload of managing two stores and helps maintain consistency in product descriptions, pricing, and photos.

Summary: Which Should You Choose for Your Candle Business?

In my experience, combining both platforms strategically works best. Use Etsy to generate early sales, test trends, and capture gift-buying customers, while building your Shopify store as your brand’s home base where you own your audience and customer relationships.

Tips for Getting Started and Growing Your Candle Business

1. Start Small and Experiment: Use Etsy to test different candle scents, styles, and personalized options with minimal risk.
2. Build Your Shopify Store Early: Even if you start slow, having your own website builds credibility and long-term growth potential.
3. Invest in Learning SEO and Digital Marketing: These skills are essential for driving traffic to your Shopify store.
4. Leverage Apps and Tools: Use inventory sync apps to manage Etsy and Shopify simultaneously and email marketing apps to nurture customer relationships.
5. Use Promotions to Transition Etsy Buyers: Include discount cards and business cards in Etsy orders to encourage direct purchases on Shopify.
6. Focus on Branding: Make your Shopify store a reflection of your unique candle brand story and values.
7. Join Communities and Seek Support: Engage with other candle makers and business owners to share tips and stay motivated.

Frequently Asked Questions (FAQ)

Is Etsy or Shopify better for beginners starting a candle business?

Etsy is generally better for beginners because it requires less setup and offers instant access to a large audience. It’s ideal for testing products and making early sales with minimal investment.

Can I use both Etsy and Shopify at the same time?

Absolutely! Many candle makers use Etsy to generate quick sales and Shopify to build their brand and customer base. Using inventory sync apps can help manage both platforms efficiently.

What are the main fees I should expect on Etsy and Shopify?

Etsy charges a $0.20 listing fee per product, a 6.5% transaction fee, and up to 15% offsite ads fees if you opt in. Shopify charges a monthly fee starting at $39 and transaction fees between 2.4% and 2.9% plus 30 cents per sale.

How can I drive traffic to my Shopify candle store?

Focus on SEO to rank on Google, build a social media presence, run paid ads on Facebook and Instagram, and collect emails for email marketing campaigns.

Is it worth investing time in learning Shopify setup and marketing?

Yes. Learning how to manage your Shopify store gives you full control and reduces ongoing costs. It also empowers you to optimize your store for better sales and customer experience.

How do I convert Etsy customers into repeat buyers on my Shopify site?

Include business cards and discount codes in your Etsy orders that encourage customers to shop directly on your Shopify site. Use urgency by setting expiration dates on discounts.

What types of candles sell best on Etsy?

Personalized, giftable, and trendy candles perform best on Etsy. Seasonal and unique designs that appeal to gift buyers are especially successful.

What types of candles are better suited for Shopify?

Branded, premium, or signature scents that benefit from storytelling and repeat business are better suited for Shopify. This platform supports growth through wholesale, subscriptions, and direct customer relationships.

Final Thoughts: Making the Best Choice for Your Candle Business

Deciding between Etsy and Shopify is a pivotal step in how to start a candle business. Both have unique advantages and challenges, and the best choice depends on your goals, resources, and vision for growth.

If you’re just getting started and want to test your candles with minimal investment, Etsy’s ready-made audience and easy setup make it a fantastic launchpad. For candle makers serious about building a scalable brand, owning their customer data, and controlling every aspect of the customer journey, Shopify is the gold standard.

Ultimately, many successful candle businesses use both platforms strategically—leveraging Etsy’s instant traffic for personalized and trending products, while nurturing their brand and customer base on Shopify for long-term success.

Remember, the journey of building a candle business is a marathon, not a sprint. Use these insights to choose your path wisely, invest in learning, and focus on creating beautiful candles that customers love.

If you want to dive deeper into building your candle business with step-by-step support, consider joining a community of makers who are growing together and learning how to optimize both Etsy and Shopify platforms effectively. Your candle business deserves the best chance to shine!

Happy candlemaking and best of luck on your entrepreneurial journey!